(VIDEO) Data No Longer In The Rear-View Mirror: Cadent’s Mitchko

LAS VEGAS — Time was, data was the oil that powered backward-looking reports examining the effectiveness of already-executed campaigns.

But that’s all changing now, as new technology allows ad-tech platforms to show live data and let clients respond by tweaking campaigns mid-flight.

That’s according to one ad-tech exec whose company helps advertisers use data segmenting to target linear TV ads.

“We’re seeing a lot of companies using data in ways that haven’t been used before,” says Cadent CTO Stephanie Mitchko in this video interview with Beet.TV.

“Data has really become actionable. Companies are using it not just to create reports and post-buy analysis to tell clients what happened in the past, but using data in real-time to actually adjust campaigns, use campaigns in ways they haven’t been used before.”